Existing Problems Of China's Drug Ads And Improve The Strategy Study

In recent years, the advertisement of drug and the health care drug become the main body of the medium advertisement, also the proportion of the expense of the advertisement in the sales expense increases year after year.But the beautiful drug advertisement has many problems such as the effect of the advertisement are out of harmony with the input, the large input of the advertisement makes the poor R&D ability. Under the situation of the enter of foreign pharmaceutical enterprises, the problem of the advertisement in our pharmaceutical enterprises comes projecting, which will influence the exist and development directly if it keeps the current situation. First the paper analyses the current situation and the problem of the drug advertisement in our country. Then the paper gives suggestions and strategy on the advertisement strategy, the advertisement acceptor, the express way, the medium etc... These suggestions and strategies will help the enterprises save the limited resources and make the advertisement play more important role in the sales and the branding fully. Through the analysis, the paper considers the enterprises should not advertise blindness; they have the correct advertisement stratagem, tactic and target. The enterprises must research the advertisement receptor in order to decrease the inefficacy advertisement. The advertisement must use the correct expression mode and use the essential medium of drug's packaging and the fresh medium together according to the product life cycle of the drug. Also the issue time of the advertisement must convergence and continuity and central on area.In a word, in order to have the good result, the drug advertisement must be given to the unambiguous receptor with the right content in efficacious expression mode under the right product life cycle through the appropriate medium.